A complaint against Molson Coors' Carling advert in the UK (above) has been thrown out by the Advertising Standards Authority.

The complaint challenged whether the ad was irresponsible, because it condoned or encouraged the consumption of alcohol in a football stadium within sight of the pitch, which the complainant understood to be an illegal activity. According to the ASA today, Molson Coors said that a "reasonable viewer would not believe the context of the ad to demonstrate an illegal scene, or see it as condoning irresponsible or anti-social behaviour".

The ASA did not uphold the complaint, adding that its understanding of the Sporting Events Act "prevented the consumption of alcohol within view of the pitch, and included rooms within the ground from which the event could be directly viewed, during a restricted period of 15 minutes before the start of the event to 15 minutes after the end of the event".

A report from the ASA concluded: "We considered that the ad did not depict, encourage or condone an illegal activity and concluded that it was not irresponsible."

Earlier this month, the ASA banned a website image of a distillery's founders because the subjects were under 25 years old.